IKEA Belfast is encouraging parents to “Come Home to Play” in its latest campaign inspiring adults to learn from childish enthusiasm by throwing off the shackles of “serious” and embracing the power of play.

Last weekend, IKEA Belfast hosted a Play Ideas Festival which featured a range of different activities for the little and big kids alike.

“Come Home to Play”, is the next installment in ‘The Wonderful Everyday’ campaign, which sees an unlikely group of fantasy friends – a bat, an eagle and a robot – strolling along a path.

As the bat and eagle take flight, whirling in happiness above Robot’s head, they realise that their earth-bound friend has never flown before and take it upon themselves to teach him.

After some shaky beginnings, soon Robot has shaken off the shackles of gravity and is soaring high with his friends. As the friends climb upwards, we are transported to a family lounge where two children are dressed as a bat and an eagle playing with their father, who is eagerly joining in dressed as a robot.

The ad hopes to communicate a sense of returning to and re-learning play, focusing on the home and intergenerational play between parents and their children.

Peter Wright, IKEA UK and Ireland Marketing Manager, said: “ As adults we know we can’t control the world around us and this often gets in the way of being able to embrace the Wonderful Everyday; life becomes a barrier to relaxation and fun.

"Research has shown that play is vital for children’s development, but it’s also been shown to be beneficial for adults, helping relieve stress and develop creative problem solving skills. We want to inspire people in the importance of making play part of their everyday lives at home.”